Latest Advertising Standards Authority (ASA) awareness campaign launches across the UK

New wave of the successful campaign aims to inform and remind people where and how advertising is regulated, with famous brands and media partners on board once again.

London, 7 July 2025: A new burst of the ASA awareness campaign launches across the UK today for eight weeks on multiple channels and platforms both online and offline. The campaign aims to reassure the public that advertising is a regulated industry and increase awareness of the work of the ASA. It will also continue to play a key role in building trust in the adverts people see, which has shown a steady rise since the campaign’s inception, from 30% in 2022 to 39% in the first half of 2025, according to our Credos Trust Tracker. The Advertising Association (AA) has once again worked closely with many of its media owner members across the industry to help the ASA access donated inventory.

This year’s campaign is also part of the ASA’s wider commitment to support responsible advertising. In 2024, the ASA resolved over 37,000 complaints about more than 24,000 ads and took proactive action to tackle misleading and irresponsible content – especially online.

Miles Lockwood, Director of Complaints and Investigations at the ASA, said:

“It’s vital that people know there’s a regulator keeping ads in check – we know that reassures people and increases trust in ads. This campaign is helping the industry and the public recognise the ASA and understand our role. It’s fantastic to see such strong support from brands and media owners again this year – we couldn’t do it without them.”

Stephen Woodford, CEO of the AA, said;

“Trust in advertising is hard-earned – it’s the industry’s most valuable asset and we all have a stake in it. Our own research shows how effective this campaign is in building public trust and thanks to the fantastic support of our media owners partners, we hope to see continued progress in 2025.”

The campaign will run across digital channels, out-of-home sites, press, magazines, all spaces where ads are regulated. Brand partners including Compare the Market, Lloyds Bank, Marmite, Tesco and Churchill are all helping to amplify the message by lending their slogans to the distinctive campaign creative.

As well as the generosity of the media owners and brands involved, the campaign has once again benefited from the time and expertise donated by Leith Agency and EssenceMediacom.

The following organisations have committed to supporting the campaign;

Acast, Alight Media, Bauer Media Group, Channel 4, Digital Cinema Media, Global, Goalhanger, Google, I, ITV, JC Decaux, K107, London Evening Standard, MediaForce, MediaSmart, Meta, Mail Metro Media, News UK, NextGen Media, Ocean Outdoor, Pearl & Dean, Pinterest, Reach, TFL, The Guardian, Sky, Spotify, STV, Telegraph Media Group, Teads, TikTok, Yahoo!, X.